Watch: Skittles gives up its rainbow for Pride

  • Candy brand Skittles gave up its rainbow colors for Pride
  • Skittles is a brand of fruit-flavoured, colored sweets
  • The brand supports the lesbian, gay, bisexual, and transgender (LGBT) community

The well-known candy brand Skittles gave up its rainbow colors for Pride.

In an article written by  Iveta Pete of Bored Panda, it was disclosed that during the London Pride parade, Skittles decided to show its support for the lesbian, gay, bisexual, and transgender  (LGBT) community by ditching its vibrant colors; saying that only one rainbow deserves to be the centre of attention.

“So this is kinda awkward, but we’re just gonna go ahead and address the rainbow-coloured elephant in the room,” the candy brand said in its campaign, which was created with the help of adam&eveDDB.

Skittles is a brand of fruit-flavoured sweets; produced in a wide variety of flavours and colours, including sour varieties. It was first made commercially in 1974 by a British company; while it was first introduced in North America in 1979. In 1982, domestic production of Skittles began in the United States.

Skittles’ “taste the rainbow” theme, on the other hand, was created by New York ad agency D’Arcy Masius Benton & Bowles in 1994.

The brand, however, chose to give up its rainbow for the sake of the LGBT community.

“You have the rainbow. We have the rainbow. And usually that’s just hunky-dory. But this Pride, only one rainbow deserves to be the centre of attention – yours. And we’re not going to be the ones to steal your rainbow thunder, no siree,” the ad noted.

“We’re giving up our rainbow. But don’t worry, we’ll still be there to celebrate every colorful minute with you, we’ll just be completely starkers while we do it. Have a great day Pride. From Skittles. Give the rainbow. Taste the Rainbow,” it added.

You may watch the Skittles’ ad here:

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